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Journal of Communication and Cultural Trends (JCCT) Volume 2 Issue 2, Fall 2020 ISSN(P): 2706-9141 ISSN(E): 2706-915X Journal DOI: https://doi.org/10.32350/jcct Issue DOI: https://doi.org/10.32350/jcct.22 Homepage: https://journals.umt.edu.pk/index.php/jcct/Home Journal QR Code: Article: Persuasion and Mind Control in Leadership Discourse: A Socio-Cognitive Approach towards Selected Political Speeches Farzana Masroor, Sidra Shaikh, Safa Marwa, Saman Afzaal Author(s): Online Published: Fall 2020 Article DOI: https://doi.org/10.32350/jcct.22.01 Article QR Code: Masroor, F., Shaikh, S., Marwa, S., & Afzaal, S. (2020). Persuasion and mind control in leadership discourse: A To Cite Article: socio-cognitive approach towards selected political speeches. Journal of Communication and Cultural Trends, 2(2), 01–19. Crossref A publication of the Institute of Communication and Cultural Studies University of Management and Technology, Lahore, Pakistan Persuasion and Mind Control in Leadership Discourse: A Socio-Cognitive Approach towards Selected Political Speeches Farzana Masroor, Sidra Shaikh*, Safa Marwa, and Saman Afzaal Air University, Islamabad, Pakistan Abstract Political leaders frequently engage with masses to fulfil their political agenda. For this purpose, language serves as a vital tool in the hands of politicians and that is mostly noticeable in political speeches made on various public forums. Taking into account the significance of such speeches for moving the masses in their favour, the present study carries out a critical discourse analysis of politician and current Prime Minister Imran Khan’s speeches for uncovering the strategies adopted for such purposes. The researchers have chosen three speeches of the politician from three different eras, such as the protest era, pre-election era, and the post-election era. These eras have been categorized following stratified sampling technique. The lens of critical discourse analysis has been applied to the speeches using van Dijk’s (1993) socio-cognitive approach. The analysis focuses on the use of strategies such as mind control, rhetoric art, argumentative move, emotional attachment and historical distortion. The results have attributed Imran Khan’s rise to the position of Prime Minister to his strategic and manipulative political discourse in his speeches. His primary focus remained on controlling the mind of the youth which has been achieved through the use of above-mentioned strategies in multiple ways. This research is significant as it creates awareness as well as consciousness in the public regarding rhetorical strategies adopted by political leaders such as Imran Khan to exercise mind control and mould public opinion in their favour. Keywords: Critical Discourse Analysis (CDA), manipulation, political discourse, rhetoric, socio-cognitive approach Introduction Politics and Language of Politicians Politics is related to power expanding within a state. Language plays an eminent role in every political activity which is composed, guided, affected and conveyed through it. The political discourse can be defined as a discourse which involves text and talk of politicians and political institutions, such as prime ministers and other members of the parliament and government at the local and international level (van Dijk, 1997). Political speeches are the result of politics created by politicians and *Corresponding author: [email protected] 2 Journal of Communication and Cultural Trends Volume 2 Issue 2, Fall 2020 Masroor et al. are culturally and historically determined. The political discourse cannot be called a central field; rather, it is the subcategory of discourse which works at two levels, i.e., thematic and functional. The topics in the political discourse can be varying chiefly related to political activities, ideas and acts (Fairclough, 1995). Politicians play their role in catching attention and building opinion of the general masses (Memon, et al. 2014). However, politicians use the audience as a tool to gain their personal interest by portraying it as shared interest (Memon, et al. 2014). They try to attest that they are working for the welfare of the audience. This is achieved through the use of manipulative strategies, whereas the general mob is unable to comprehend those socio-cognitive strategies which politicians use to control their action. Imran Khan Imran Khan (IK) is a distinguished and acclaimed former cricketer and chairman of one the most emerging and successful political party, Pakistan Tehreek-e-Insaaf. IK graduated from Oxford University in 1975. Currently, he is Prime Minister of Pakistan, but his journey started as a cricketer. In 1992, IK retired from Pakistani cricket team. After retirement, he worked as a philanthropist and acted as a primary fundraiser for Shaukat Khanam Memorial Cancer Hospital. It was in 1996 that he became an outspoken critic of mismanagement and corruption in Pakistan. After this, he started to take interest in politics and founded his political party Tehreek-e-Insaf in 1996. Like other politicians in Pakistan, IK did not have any political family background (Imran Khan, 2018). After his continuous struggle of 22 years, he became Prime Minister of Pakistan (Imran Khan, 2021). Known for his art of public speaking, it is believed that his success was achieved through his powerful discourse. IK as a leader is considered to have great influence over the general masses especially his party supporters (Imran Khan, 2021). The supporters admire IK’s speeches for his strong intention for uplifting the country in domains of education and economy. His discourse is captivating through the use of rhetoric which is the art of speaking mainly used in political speeches. This strategy enhances attention to economic and civil rights policy and leads to a surge in public concern for those policies (Cohen, 1995). Political Discourse and Critical Discourse Analysis The researchers aim to carry out critical discourse analysis (CDA) of the speeches of IK. At the end of the 20th century, CDA has emerged as a field for research studies. It is of paramount importance to study political discourse from Institute of Communication and Cultural Studies 3 Volume 2 Issue 2, Fall 2020 Persuasion and Mind Control in Leadership Discourse… CDA perspective. CDA is based on social theory and the union of language studies (Fairclough,1992). CDA views language as social practice and focuses on revealing the underlying patterns in any discourse. It highlights the social problems and political issues, with the ultimate aim of solving them. CDA is not a school of thought or any specialization in the discourse studies; rather it aims to offer a different “mood” or “perspective” of discourse analysis and application throughout the whole field (van Dijk, 1993). In the research perspective, the main agenda of CDA is not the description of discourse structures; rather it tries to explain them, keeping in mind the properties of social interaction and social structure (van Dijk, 1993). The basic terms frequently encountered in CDA include hegemony, power, ideology, discrimination, social order and structure. There is no concrete and solid form of a theoretical framework of CDA; rather, there are many types. These types could be theoretically quite diverse, for instance, critical analysis of media discourse is different from the discourse analysis of politics whereas political discourse analysis varies from conversational discourse analysis (van Dijk, 1993). This approach highlights how talk and narrative resist and represent inequality and misuse of power in the political and social context. CDA focuses on the analysis of discourse such as official documents, newspapers, political speeches and advertisements etc. CDA is aimed at uncovering the relation between power, language and ideology. Its objective is to unveil the evaluation and misuse of language dominance through narratives. In this article, researchers have employed CDA in order to show persuasion, and to an extent manipulation, in the speeches of IK through the use of rhetoric and argumentation. For van Dijk (1993), the ‘argumentative move’ is to follow the principle of positive self-representation and negative other representation. The ‘argumentative move’ serves as a solution to convince other people about some idea or opinion with the help of some evidence so that argument becomes much more convincing. Political leaders use political arguments to control their discourse to exert their power and convince general masses. A person can control the discourse and action of people through mind control (van Dijk, 1993). Review of the Literature The previous researches on political discourse have uncovered the relation between power and language. Wang (2010) has used critical discourse analysis and systematic functional linguistics to analyze speeches of Barak Obama. The research focuses on how a political discourse mainly addresses the issue of power and ideology by looking at modality and transitivity in discourse. The findings show that the use of modality allows Obama to easily capture the minds of his audience 4 Journal of Communication and Cultural Trends Volume 2 Issue 2, Fall 2020 Masroor et al. through careful use of modal verbs and first-person pronouns primarily used to reduce the distance between the speaker and the audience. The analysis of transitivity, which refers to the process of doing, shows its use by Obama to show the audience what the government has achieved and what it aims to achieve